Flight attendants at no-frills Ryanair have stripped down to bikinis and other skimpy outfits for their annual charity calendar, which comes out this year amid an attempted image makeover at theEuropean discount giant.

As for the calendar, Ryanair says it hopes to raise €100,000 - or about $138,000 - from sales of the calendar. The proceeds will go to the Teenage Cancer Trust, a United Kingdom-based charity.

Ryanair also has rolled out a "behind the scenes" video detailing the making of its 2014 "The Girls of Ryanair Cabin Crew Charity Calendar." The video had been watched 250,00 times -- and counting -- as of 5 p.m. ET on Friday (Oct. 25).

The airline is selling the cabin-crew pin-up calendar on its flights at a cost of either €10 or £10 (roughly $14). It's also available online for the same price, plus shipping and handling. Unfortunately for North American readers, the online sale page appears to allows purchases only in European countries covered by Ryanair's route map.

Meanwhile, the for-charity calendar hits the stands as Ryanair actually appears to be making good on a pledge to adopt a friendlier approach toward its passengers.

The carrier is unabashedly no-frills, but also has become infamous for what comes off as an indifferent -- and occasionally hostile -- attitude towards its passengers. The reputation has been stoked by the carrier's outspoken and bombastic CEO Michael O'Leary, who's threatened -- among other things -- to add pay toilets and has called passengers "idiots" for complaining about fees that can climb into the hundreds of dollars.

In an apparently related move, Ryanair announced this week what the LondonTelegraph describes as "a raft of improvements aimed at enhancing its reputation following criticism over additional charges and strict baggage rules."

Among the changes: Ryanair's drastic "boarding pass re-issue fee" will be slashed from £70 (about $123) to just £15 (about $24). As the name implies, that is the fee the carrier charges to passengers who show up at the airport without a boarding pass.

Additionally, the Telegraph adds:

"Other changes include a drop in the charge for checking luggage at the airport, from £60 to £30 per bag, and the introduction of a 24-hour 'grace' period during which passengers will be able to correct minor errors, such as spelling mistakes, free of charge. Currently such changes cost £110 per person."